A high-performing landing page is the result of some deliberate choices, not luck.

In this guide, we'll cover what makes a landing page different from other webpages, the different types, and seven best practices for creating landing pages that drive results.

We'll also walk through a real Semrush landing page to show these principles in action.

What is a landing page?

A landing page is a webpage designed to drive one action, like a sign-up, download, or purchase.

Landing pages are commonly linked to from paid ads, email promotions, and other campaigns. When your landing page reflects what your campaign promised, visitors feel confident they're in the right place — which is why landing pages tend to have strong conversion rates.

Plus, ads on platforms like Google, Facebook, and Microsoft often have better placements and a lower cost per click (CPC) when the landing page is relevant to the ad.

Landing page vs. webpage vs. website

A landing page is a single page built for one specific audience, a webpage is any individual page on a site, and a website is the full collection of pages under one domain.

For example, a homepage isn’t a landing page because it usually serves multiple audiences. A homepage greets anyone who might land there from a search, a brand mention, or direct traffic. And it can have multiple goals (e.g., introduce a business to users, build trust, and point visitors to other pages).

When should you create a landing page?

Create a landing page when a specific audience, offer, or campaign needs a dedicated page that existing webpages can't deliver on without losing focus.

Examples of scenarios when you would want a landing page include when you’re:

• Running a paid campaign and need the page to match the ad and its call to action (CTA)
• Targeting a specific audience (such as an industry, company size, or buyer persona) with messaging that wouldn't resonate with your broader audience
• Promoting a specific offer — such as a product, free trial, demo, or lead magnet — that needs its own focused page

For example, Meraki uses a landing page to promote their espresso machine through paid ads. The page’s goal is to get the user to buy the machine, so the entire page is highly-focused on elements that will nudge the visitor toward buying: product comparisons, testimonials, images, videos, and listed features.

What are the different landing page types?

Different landing page types let you align with specific campaign objectives and include:

• Lead generation pages
• Click-through pages
• Squeeze pages
• Sales pages

Lead generation pages

Lead generation pages are designed to collect visitors’ emails.

The goal is typically to offer a service or valuable piece of content in exchange for user details, which is useful if you want to grow an email list.

For example, Mailchimp offers a free resource on ecommerce insights in exchange for a business email and a few other details.

Click-through pages

Click-through pages are designed to educate and persuade visitors before sending them to a conversion page to complete an action.

A click-through page is useful when visitors need more information before converting.

While click-through pages don't include forms, they do provide product/service benefits, social proof, and a clear call to action that leads to the next page where the user can complete a conversion like filling out a form or buying a product.

Ecommerce businesses often use click-through pages before checkout, while software companies use them before a free trial or demo registration.

For example, users who click “Get Started” on Monday.com’s click-through landing page are directed to a sign-up flow.

Squeeze pages

Squeeze pages are minimalist landing pages designed to capture email addresses with very little friction.

These pages usually feature a single form field and very little copy — just enough to communicate the value of the offer. Like this one from Morning Brew:

Squeeze pages are commonly used for newsletter sign-ups, webinar registrations, and early-access lists.

Sales pages

Sales pages are long-form landing pages designed to convert visitors for higher-commitment actions, such as expensive purchases, long-term subscriptions, or contracts.

Good sales pages include detailed product/service explanations, testimonials, pricing information, and FAQ sections to address objections and build confidence.

B2B companies selling enterprise software and creators selling online courses often use sales pages when buyers need more information and reassurance before committing. For example, Marie Forloe’s B-School course.

8 landing page best practices [with examples]

Follow these landing page best practices to drive more conversions:

1. Optimize above-the-fold content by writing an engaging headline, including supporting visuals, and designing strong CTAs
2. Leverage social proof like reviews, case studies, and logo bars
3. Minimize navigational elements, so users don’t get sidetracked
4. Run A/B tests to see how elements affect conversions
5. Optimize for search to improve your landing pages’s visibility in search engines and AI systems
6. Ensure your landing page is mobile-friendly
7. Optimize form designs to ensure people can easily convert
8. Monitor landing page performance to spot areas that need improvement

1. Optimize above the fold

Optimizing above the fold (the part of the screen users see before scrolling) helps you immediately communicate value, so visitors either take action or keep scrolling to learn more.

Most effective landing pages include these above-the-fold elements:

• An engaging headline that conveys the offering and piques interest
• A subheading that builds off the headline by describing the benefit of the offer or digging into the pain point
• A supporting visual
• A CTA button encouraging visitors to take the next step

Write an engaging headline

Write an engaging headline that resonates with users and entices them to learn more about your offer.

Your headline angle will depend on your audience. Different angles can include:

• A problem-based headline (e.g., "Tired of waking up exhausted?")
• An aspirational headline (e.g., "Imagine waking up full of energy every single day")
• A value-based headline (e.g., "The greens powder that boosts your energy in one daily scoop")
• An identity-focused headline (e.g., "For people who refuse to run on empty")

Consider testing different headline angles to see which one results in higher engagement for your page. Then, strengthen headlines by using proven psychological triggers, such as urgency, curiosity, and specificity.

For best results, align your headline closely with the ad copy or email that brought visitors to your landing page. Matching the message reassures users they're in the right place and reduces bounce rates.

For deeper guidance, see our landing page copywriting tips.

Use a benefit-driven subheading

A subheading supports the headline by clarifying the primary benefit of the offer and adding context without overwhelming the visitor.

Effective subheadings explain how the offer delivers value or what the visitor will get after converting, helping users quickly decide whether the page is relevant to them.

Include a supporting visual

Including a supporting visual above the fold reinforces the headline and subheading, and it helps visitors understand the offer at a glance.

Effective hero visuals may include product screenshots, short videos, or social proof that show/prove the outcome or value of the offer. The goal is to quickly confirm relevance and support the primary CTA — not to decorate the page.

Avoid forcing a visual if it doesn’t make sense for your landing page. Landing pages can still be successful without visuals above the fold.

Design strong calls to action

Strong calls to action make it obvious what visitors should do next.

Here are some CTA tips:

• Use action-oriented button copy: Replace generic labels like "Submit" or "Click here" with benefit-focused language. First-person phrasing (for example, "Start my free trial") often performs better because it’s specific and creates a sense of ownership.
• Make the CTA visually distinct: Use a button color that contrasts clearly with the page background, give it enough size and whitespace for easy interaction, and apply subtle visual cues to draw attention
• Place CTAs strategically: A good rule of thumb is to place CTAs where intent is high, which typically includes placement above the fold and at natural stopping points on longer pages. That way, users can convert as soon as they're ready.

Note

Identify stopping points on your landing pages by using session recording and heatmap software like Microsoft Clarity.

2. Leverage social proof

Leveraging social proof means showing visitors that others trust and use your product or service, which builds confidence and reduces hesitation.

Add social proof to a landing page by including:

• Customer or client logos
• Testimonials or short quotes
• Use or adoption metrics
• Review or ratings widgets from trusted platforms
• Awards

For example, Semrush uses a trust bar with recognizable client logos:

3. Minimize navigational elements

Minimizing navigational elements keeps visitors focused on the primary action instead of clicking away from your landing page.

Many brands use landing pages that don't have full-site navigation and limit links to only what's essential.

For example, The Globe and Mail subscription landing page excludes the main navigation menu, leaving users with a clear offer and call to action.

Note that minimizing navigation doesn't mean removing it entirely. Landing pages should still provide access to necessary links — like privacy policies, terms, and limited brand navigation — to avoid frustrating users or blocking alternative conversions.

Navigation quality can also affect paid search performance. Google has stated that landing pages with poor navigation can reduce ad visibility and increase costs.

4. Run A/B tests

Running A/B tests on your landing page lets you compare two versions of an element — like a headline or CTA — on a landing page to see which one performs better.

In a typical test, users are split equally between a control (original version) and a variant (modified version). Like this A/B test that compares having a static image versus a video.

The winning version can then become the main page.

You can A/B test elements such as headlines, body copy, visuals, layouts, CTAs, and form design. Just stick with testing one element at a time, so you know which change impacted performance.

5. Optimize for search

Applying search best practices on landing pages makes it possible for them to appear in search engine results and AI-generated answers.

Plus, tactics that are good for search also tend to be good for conversions.

Key search-focused considerations for landing pages include:

• Crawling and indexing: Make sure landing pages aren't accidentally blocked by robots.txt, "noindex" tags, or crawl rules — for search engine bots and AI crawlers alike. An exception may be time-sensitive campaign pages that won't be reused or redirected after the promotion ends.
• Duplicate content: Landing pages that closely resemble other pages can dilute a page’s authority, which can impact search rankings. Use canonical tags to indicate the preferred version and avoid competing URLs.
• Page speed: Faster load times improve search rankings, usability, and engagement
• Internal links: Use internal links to support discovery, but avoid adding unnecessary links that distract visitors from the primary conversion goal
• Accessibility and security: Pages should be accessible to all users and served securely, which includes using proper contrast, readable text, and HTTPS
• Thin content: Even conversion-focused pages need enough meaningful content to satisfy users and search systems. Each section should clearly explain the value of the offer, provide context or proof, and support the primary conversion goal — without padding or irrelevant detail.
• Content clarity for extraction: Structure content so each section can stand on its own, with clear headings, short paragraphs, and a single focus. Lead with the primary benefit, layer in supporting details as users scroll, and use progressive disclosure to introduce complexity without overwhelming readers.

Use Site Audit to review landing page technical health

Use Semrush's Site Audit to review your landing pages for issues related to search engine and AI visibility that you should address.

Start by configuring the Site Audit tool. Include your landing pages in the crawl by specifying the folders, URLs, or subdomains where landing pages live.

After you’ve run your crawl, click into the “Issues” tab to identify problems such as blocked pages, duplicate content, slow load times, or mobile usability issues that may impact both rankings and conversions.

Click into each issue you see in Site Audit for a list of affected pages. And click “How to fix” for tips to correct each one.

Fix issues by order of importance (start with errors, then warnings, then notices).

6. Ensure mobile-friendly design

Ensuring mobile-friendly design gives every visitor a good experience on your landing page, no matter which device they’re using.

To optimize landing pages for mobile users:

• Use responsive design: Ensure the page automatically adjusts to different screen sizes, so the content, images, and CTAs remain readable and usable
• Make elements touch-friendly: Buttons and links should be large enough to tap comfortably, with adequate spacing to prevent misclicks
• Prioritize readable text: Use font sizes and spacing that keep content legible on small screens without requiring pinch-zooming
• Simplify layout and navigation: Mobile landing pages should stack content vertically to maintain focus
• Optimize forms for mobile input: Use appropriate field types, such as email keyboards for email fields and numeric keypads for phone numbers
• Optimize page speed: Mobile users often have slower connections, so minimize large assets and unnecessary scripts to keep load times fast

Test landing pages on real mobile devices to confirm that layouts, forms, and CTAs behave as expected. And use tools like Lighthouse within Chrome’s DevTools to identify mobile usability issues.

7. Optimize form design

Optimize form designs (if your landing pages include forms) by making them as unintrusive as possible.

Users are unlikely to fill out forms that ask for irrelevant information. Minimize overwhelming users by:

• Asking for essential information only: If a phone number or company size isn't required immediately, don't request those details
• Using progressive profiling: Collect basic details first, then gather more information during onboarding or follow-up
• Consider multi-step forms: Breaking long forms into two or three steps can improve completion by reducing perceived effort

You can also make forms feel easier to complete by using:

• Clear error messages: "Please enter a valid email address" is more helpful than "Error in field 2"
• Privacy reassurances: Add microcopy near sensitive fields, like "We'll never share your email with third parties"

8. Monitor landing page performance

Monitoring your landing page’s performance continuously lets you find areas that need improvement.

Periodically review the following:

• Landing page metrics like engagement rate, time on page, and conversion rate
• Heatmaps (a visual that shows popular and unpopular areas of your page) and recordings to see how people interact with your landing page

Investigate landing pages with poor metrics and user behavior that differs from what you’d expect. For example, heatmaps for a low-converting page might show that many users aren’t seeing your CTA. You might then A/B test a new CTA placement.

Note

Landing page conversion rates vary widely by industry, offer type, and traffic source — but industry benchmarks generally cite median conversion rates around 7%, according to data from Unbounce. Use this as a starting point for evaluating your own page, not as an absolute target.

Case study: Semrush landing page

This case study examines a Semrush landing page designed to promote the Site Audit tool and encourage free trial sign-ups.

Rather than focusing on a specific campaign, this example highlights how Semrush applies landing page best practices — such as clear value messaging, focused layout, and trust signals — to guide visitors toward a single action.

The hero

The hero is the above-the-fold section of the landing page, and is designed to immediately communicate value and guide visitors toward a single action.

On the current Semrush Site Audit landing page, the hero includes:

1. Minimalist header: A simplified header with the Semrush logo, keeping distractions to a minimum
2. Benefit-driven headline: A clear headline that communicates the primary value of the tool
3. Supporting subheadline: Additional context that clarifies what the user gets without adding friction
4. Interactive product preview: A visual element that lets visitors explore the tool's functionality
5. Primary CTA button: A clear call to action that directs users to start a free 7-day trial

Mariana Clavel, the Content Strategist at Semrush who worked on this landing page, says:

"The linked logo is there for brand recognition and to give users a familiar way to explore more of the site if they want to.

The headline is bold and benefit-driven, so visitors instantly know what they'll get.

Finally, the product demo adds credibility and makes the page more engaging."

The social proof

Below the hero section, the landing page features a section displaying logos of well-known Semrush customers.

These recognizable brands help establish credibility early, especially for visitors unfamiliar with the product.

"When someone lands on the page from an ad, they might be unfamiliar with the Semrush brand," Mariana says. "Displaying recognizable company logos helps us build trust and show that other reputable businesses are using the product."

The page leverages social proof again near the bottom by displaying Semrush awards and accolades.

"This extra dose of social proof is useful for hesitant users who need one last bit of validation before clicking the CTA. Think of it as a confidence boost right before the finish line."

The solution

The middle section of the landing page expands on the core value proposition by highlighting the features and benefits of Site Audit.

Here, the landing page uses short, scannable copy paired with supporting visuals to make the information easy to absorb.

Here are some side-by-side mobile screenshots:

"This part of the page explores the benefits in more detail, so practically minded users can make an informed decision before taking action," Mariana says.

A/B testing insights

The team uses A/B testing to evaluate how small changes to elements on key landing pages affect results that can be scaled across other pages.

Here are a few things Mariana's team learned from running A/B tests on the Site Audit-focused landing page:

• CTA: "Try free for 7 days" drove more trial sign-ups than other variants
• Visual above the fold: The interactive product demo drove more trial sign-ups and payments compared to static visuals and GIFs
• Social proof: Incorporating trust-focused messaging drove more sign-ups

Create landing pages that convert

Anyone can create landing pages that convert by following the best practices listed above.

And since landing pages are often high-traffic, high-intent entry points, small technical issues can have an outsized impact on conversions.

That's where Site Audit comes in.

Running regular audits on your landing pages helps you catch these issues before they impact search visibility or hurt user experience.

Find and fix landing page issues

with the Site Audit tool

Sign up now

Share

Most popular pages